Photographs of your company at various events put faces to your brand
name.

Infographics demonstrate your organization’s expertise.

Videos tell your audience what they need to know in an engaging way.

The same HubSpot report showed users are more likely to consume videos in
full (55 percent) than any other form of online content. So why gamble that
a journalist or potential customer will read your entire press release?
Include a video to reinforce your announcement.

3. Optimize your release with high-quality links.

Embedded hyperlinks and plain-text URLs can provide access to extra
information that you might omit from a short press release.

Call to action (CTA)

The call to action is the heart of your release. You don’t want people to
read your release and be done. You want them to make a decision in support
of your company. Follow these guidelines:

Place your CTA right after the first paragraph. Don’t bury the link at
the end.

Use a plain-text URL:
http://www.myawesomewebsite.com/why-you-should-go-here. Online users tend
to trust plain-text URLs more than embedded links, so if you’re asking
someone to click on your link and take an action, tell them up front where
they’re going.

Ask your reader to take a specific action, whether it’s to share, tweet,
subscribe or register. Whatever it is you want your followers to do after
they’ve read your release, ask them directly. Don’t just give them a link
and hope they will follow it.

Informational links

If you have other informational webpages or articles for your readers, link
to them in the body of your release. Offer no more than three links to
avoid bombarding your reader.

Boilerplate link

Include one link to your brand’s home page in the boilerplate of the
release. Why only one? Directing users to your home page just tells them
where they can find you. This can be beneficial down the road, but it does
not ask them to take a specific action. That’s why it’s crucial to place
the CTA link at the beginning.

4. Share your press release on social media to expand its reach.

Press releases are typically aimed at generating media coverage, but
they’re also an opportunity to stay in touch with consumers or journalists
who already follow your company.

Posting your release to your company’s social media platforms can trigger
engagement with your release in the form of “likes,” shares or retweets,
increasing its potential impact and reach.

Different elements of your press release can serve a range of social media
purposes:

· Post your images on Facebook, Twitter and Pinterest.

· Share videos on YouTube, Facebook and Twitter.

· Tweet out links to infographics to provide data-driven information for
your followers.

With a well-crafted news announcement, strategically placed multimedia and
links, and appropriate campaigns to share your news on social media, your
press release can attract journalists and other readers. Each aspect should
be crafted to prompt a specific action.